The Future of Marketing: How to Get Started With Inbound Marketing
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The Future of Marketing: How to Get Started With Inbound Marketing

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This presentation is a guide to getting started with inbound marketing. It shows how you can use inbound marketing to transition from expensive traditional marketing to more efficient inbound ...

This presentation is a guide to getting started with inbound marketing. It shows how you can use inbound marketing to transition from expensive traditional marketing to more efficient inbound marketing. It covers blogging, social media, search engine optimization (SEO), landing pages, and inbound sales. It was originally presented at the Power Breakfast Series in Wilmington, NC on June 10, 2014.

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  • How many of you have made a purchase recently <br /> -- heard a radio add gone out and bought it. <br /> -- tv add <br /> -- print add <br /> -- direct mail
  • How many of you have made a purchase recently <br /> -- heard a radio add gone out and bought it. <br /> -- tv add <br /> -- print add <br /> -- direct mail

The Future of Marketing: How to Get Started With Inbound Marketing The Future of Marketing: How to Get Started With Inbound Marketing Presentation Transcript

  • The future of marketing. Rick Burnes (@rickburnes) #inboundILM
  • 1 What is marketing? 2 What is inbound marketing? 3 How inbound marketing works 4 Inbound marketing tactics (attract, convert, close) 5 Q&A Slides to be posted via Twitter: @rickburnes Event hashtag: #inboundILM
  • 1 What is marketing? #inboundILM
  • Build Trust (Brand Marketing) Attract Customers (Demand Gen) #inboundILM
  • #inboundILM
  • That playbook is BROKEN. 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened #inboundILM
  • Because the customer is in control.
  • #inboundILM
  • 2 What is inbound marketing? #inboundILM
  • Inbound marketing is marketing that people love. #inboundILM
  • Cold Calling Print Advertising Cold Emails (SPAM) Interruption SEO Blogging Social Media Attraction INBOUNDTRADITIONAL vs. #inboundILM
  • BuildMarketing Magnets Blogs Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks #inboundILM
  • Inbound is good karma. #inboundILM
  • And it’s cheaper. #inboundILM
  • Quality content is an annuity. #inboundILM
  • Quality content is an annuity. Blog Paid Month 1 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 2 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 12 old posts Total Views: 8,400 Total Budget: $1200 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 Month 3 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 24 old posts Total Views: 10,600 Total Budget: $1200 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 #inboundILM
  • Quality content is an annuity. Blog Paid Month 1 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 2 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 12 old posts Total Views: 8,400 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 3 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 24 old posts Total Views: 10,600 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 #inboundILM
  • #inboundILM
  • 2 Two Inbound Marketing Examples #inboundILM
  • Nathan runs a business in Wilmington. He’s looking for help with marketing. #inboundILM
  • He reads the article, then clicks on the call to action on the side. #inboundILM
  • He submits his contact info so he can download the guide. #inboundILM
  • A few days later he comes back and spends 30 minutes on the site learning about Huify and inbound marketing. #inboundILM
  • Nathan Turner Huify collects Nathan’s information in its marketing contact database, and uses it to personalize their: • Website • Email to Nathan • Social media monitoring • Sales outreach #inboundILM
  • The next week when Nathan’s on the site again, Josh, reaches out to him with a phone call. A few days later they sign a contract. #inboundILM
  • Free educational resources build trust and attract prospects.
  • #inboundILM
  • 3 How to get started with Inbound Marketing #inboundILM
  • Start with your buyer persona. Who are you trying to attract? #inboundILM
  • Tips for your buyer persona 1. Formalize your persona profile in internal documents 2. Follow your customers home 3. Collect assets and documents they use 4. Conduct win/loss interviews 5. Conduct user testing 6. Keep updating the profile #inboundILM
  • Where is your problem? #inboundILM
  • Where is your problem? 1000 200 2020% 10% #inboundILM
  • Where is your problem? 1000 200 2020% 10% #inboundILM
  • Build Traffic With Content #inboundILM
  • Web pages are lottery tickets. #inboundILM
  • To print tickets, write blog posts. #inboundILM
  • 189% increase in traffic. 700% increase in search traffic. 13x increase in traffic. “This won’t work in my industry!” #inboundILM
  • Masonry Products • How to build an outdoor fireplace on a budget. • Planning an outdoor fireplace. Five common mistakes to avoid. Fuel Additives • Diesel Truck Performance: Conventional Wisdom Examined • Engine Oil Treatment What One Can and Cannot Do Financial Services • Single Euro Payments Area: What You Need to Know • Legal Remedies for Oppressed Shareholders “I don’t have anything to write about!” Bottom line: Blog about the questions your prospects ask. #inboundILM
  • Five Quick Blogging Tips 1. Commit to 2 or 3 posts/week. 2. Put it on your company domain (e.g., hubspot.com). 3. Allow readers to subscribe via email. 4. Constantly experiment and measure content. 5. Be patient. It will take at least three months to get traction. #inboundILM
  • How can you build traffic with social media? Listen and share.
  • Five Quick Social Media Tips 1. Monitor the keywords that your prospects are searching for. 2. Automatically publish your blog posts to your social channels. 3. Your audience will vary by channel; use different channels differently. 4. Focus on building your reach; make it easy for people to follow you. 5. Become an expert headline writer. #inboundILM
  • Optimize your website. Are your pages using the right keywords? Is it easy to share your content? Is it accessible on mobile devices? #inboundILM
  • Use Marketing Grader for Tips Free assessment tool at: marketing.grader.com #inboundILM
  • Where is your problem? 10,000 100 201% 10% #inboundILM
  • Where is your problem? 10,000 100 201% 10% #inboundILM
  • How do you generate leads?
  • Experiment With Different Offers
  • Create a Give-Get With Landing Pages #inboundILM
  • Mo Landing Pages, Mo Leads #inboundILM
  • Where is your problem? 10,000 2,000 2020% 1% #inboundILM
  • Where is your problem? 10,000 2,000 2020% 1% #inboundILM
  • Inbound sales is like sales at (It’s driven by context.) #inboundILM
  • My wife’s Amazon My Amazon
  • Personalize & Automate Email #inboundILM
  • Personalize Your Website #inboundILM
  • Track prospects’ social activity. #inboundILM
  • Use the activity to drive sales. Nathan Turner #inboundILM
  • No Context Context #inboundILM
  • 4 Final Thought #inboundILM
  • #inboundILM
  • #inboundILM
  • Questions? Check my Twitter feed for the slides: @rickburnes Free tools to help with inbound marketing and sales: marketing.grader.com www.getsignals.com Free assessment from Huify: http://huify.co/inboundILM